9312426 Earle Social science research about risk has provided valuable information on the factors which influence risk perception and communication. This project consists of a set of studies designed to further our understanding of factors that influence the development of social trust and effective risk communication. The research proceeds by categorizing risk communications under two modes of thought, paradigmatic (logical-scientific) and narrative (value-bearing stories.) The discourse of some technical experts uses the former. Narrative thought is characteristic of general public discourse. These different discourse styles influence social trust and risk communication. Another factor that affects social trust and risk communication is the set of cultural values expressed in a message. Value similarity between individual and institution leads to social trust and successful risk communication. Communications express cultural values; those with similar discourse styles and values and compatible narratives lead to the same positive results. The main objective of this project is to test this hypothesis. Stage one will develop scales that will identify and differentiate the forms of social relations individuals favor in the context of a risk management problem. Stage two consists of two studies. The first will use archival data to determine the extent to which risk communication discourse is organized into narrative, paradigmatic or mixed forms, and to associate the form with certain characteristics of individuals such as institutional affiliation. The second explores associations between forms of discourse and social and cultural preferences. Subjects from various groups involved in risk controversies and risk management will construct individual and consensus explanations for a variety of cases. Results will help to test the hypothesis that discourse barriers are the key barriers to risk communication as well as guides to its improvement. The final phase involves two studies also. One tests what meanings individuals with different preferences about social relations construct for paradigmatically oriented messages. One tests whether using compound narrative forms is an efficacious way to bridge communication gaps between individuals with these different preferences. This project, by generating insight into the ways people think about risk management issues, will provide guidance for the improvement of risk communication programs and for the resolution of policy disputes. ***
